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You are navigating through the internet and all of a sudden you come across a disruptive announcement. A video, an interstitial banner, or a pop-up, it does not really matter the way publicity interrupts you while navigating the web. Your instant reaction (almost impulsive) is leaving that webpage or finding another solution. Possibly, the solution to this issue is installing an adblocker or blocking announcements. At least the case for 615 million dispositive using it (11% of users in the world), according to data in the Adobe PageFair in 2017. What is happening?

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Why do users use adblockers?

The answer is simple. Before digital advertising, users have been tired from this for various reasons, especially young adults 16 and 34 year olds (the millennial generation) the most inclined towards adblockers, whereas the lower ratio were users between ages 55 to 65, according to the Connected Life of Kantar TNS study. This is logical, since this time zone is less “digitalized” than normal.

However, the most interesting piece of information is extracted from a survey from Adobe PageFair and published in iabtrends.cl: the interruption is not the principal motivation for Internet users using adblockers (this is only 29%), without the users are more worried about Internet security (30%) and confirm they have installed one to avoid virus exposition and malware. These two causes have other reasons such as velocity (16%) than a website with more ads (14% and privacy (6%).

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A huge battle between announcements and adblockers

There is an irrefutable saying: when announcers invest in digital advertising, there is an increase of adblockers that impede consumers to receive their messages, every announcement a user does not see means they are losing money. Online communication does not have much luck, since advertising is their principal source of income.

With this demolished scenario, announcers and online communication are not going to stay behind. In Germany and France, there are some courts behind the adblockers, accusing them of not respecting the law. However, some have found the way to win over recipients and their content. In other words, raising awareness campaigns about the importance of publicity in the Internet and guaranteeing a user about receiving free content that is not paid for.

However, this is not the only battle they have liberated, they have not permitted content if the adblocker has not deactivated it. But, how has this been effective? Having in mind 74% of adblocker users have abandoned and blocked websites.

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Is Google the one to blame?

Content blocking is not anything new. The time to find something to “blame”, everyone points at Google Chrome with Ad Block Plus as the extension mostly used, but the one who started this was Apple with the latest iOS9, introducing the possibility to block through Safari.

Nevertheless, can we really blame Internet explorers? Or should digital advertising reinvent and bet on a “friendlier” strategy and less invasive?

How to overcome the gap between adblocking and advertising?

It is evident. There is a gap between advertising and adblockers, but should be done to stop it?

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The result is paradoxical since young adults between ages 16 and 34 reject digital advertising, however, at the same time, they are the most receptive towards brand content in social media (42% of the border between ages 16 and 24 and 41% between internet users ages 24 to 34).

This way, a phone and social media revive candidates to reach users. But not only them, there are still more.

Are Adblockers enemies of publicity?

Even though adblockers seem like inquisitors against publicity, it is certain brands see it as an opportunity for users to fall in love. Publicity and consumers are convicted to understand, but not in whatever way. We have seen in other posts several strategies where announcers cannot eliminate any, so we will include a brief a summary of them here:

Content Marketing: There are several ways where your product or service is still subtle, without realizing what you are looking at. Through blog posts, websites and social media, marketing content results in philosophy stone in all kinds of appreciated strategies.

Native Publicity: What will make more sense, an invasive news announcement that has nothing to do with the content the consumer is looking at or one that has a relation? It is time to bet on native publicity. 

Remarketing: Remarketing is a functionality allowing personalized announcements for users visiting the web. The user will not feel intimated with announcements that do not have a relation with their likes and interests.

Publicity in Social Media: Not only does organic content nourish brands. With publicity in social media (Facebook, Instagram and Twitter) comes other effective ways of getting to an audience, especially with the division and metrics, we will get to know what interests and motivates them, without interruptions and in a subtle way in competitions and contests, etc.

All of these actions frame an Inbound Marketing strategy, like we have seen before it is a way of “calling education to the door” from the users. With adblockers growing daily (it is around 37% according to the Adobe PageFair study), it is clear users are asking to change the way publicity is used. Why not invest more in time and dedication to please them?

 

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